Interview with Denny R. Vincent, president of the National Association of Secondary School Principals and a secondary school principal. Vincent provides his views about the role of the secondary principal in school public relations. (PKP)

Examines case studies of coalitions formed by a for-profit corporation, a trade association, and a foreign government. Finds: coalitions perform an important role when representing public interest; media play a role as watchdogs but do not always rise to responsibility; and the public relations profession bears the brunt of public and media…

Argues for more emphasis on school public relations. (Contains 14 references.)(PKP)

Discusses seven steps for colleges to create effective brands: identifying essential qualities that your audiences desire; assessing how well your audience perceives you deliver on those qualities; identifying which performance and perception gaps you want to fill; responding strategically; revising and prioritizing your vivid descriptors;…

Offers advice for college communications officers in dealing with the media. Tips include: "bring in the big guns", "play show and tell", expand the media circle, understand reporters' jobs and respect deadlines, "keep it real", "stay in touch", and "hedge your bets". (EV)

Most small weeklies and semiweeklies are community newspapers aiming to provide extensive coverage of events reflecting a town's activity and character. When dealing with small local newspapers, school officials can help by doing a thorough job of reporting school news and developing a good relationship with the editor. (MLH)

Discusses the importance of planning ahead for media visibility and using techniques that present your viewpoint persuasively and effectively. (JOW)

Good public relations begins with a good communication plan. Eight steps for getting started are (1) have a written plan; (2) begin internally; (3) communicate; (4) target your audience; (5) market; (6) meet the press; (7) know thyself; and (8) be happy on days you break even. (JOW)

Proposes three precepts as an approach to ethics for the information age: accept responsibility when appropriate; anticipate negative effects; and attempt justice through fairness, applying John Rawls' principles of justice. (SR)

Identifies four loyalties of public relations practitioners: self, organization, profession, and society. Presents a framework for use in discussions of ethical decision making with students and for use in practical situations by professionals. (SR)

Suggests that teachers have to promote the features and benefits of innovations as industrial arts programs move toward technology-based curricula. Offers activities to integrate into the program to create awareness, gain acceptance, and foster support for curriculum changes. (JOW)

Describes the efforts of Florida's Orange County Public Schools' public relations committee to recruit and retain vocational-technical education students. Indicates the importance of a public relations plan that includes goals, strengths and weaknesses, target audience, catchy slogan, outline of strategies, organization, costs, and evaluation.…

Discusses concepts of marketing an institutional image for colleges and universities, noting that marketing is more about perceptions than reality. Offers 11 marketing guidelines such as: narrow the concept of who you are; be able to distinguish yourself; establish yourself as an alternative; work to be first; know your competition; and think like…

Challenges the prevailing view of publics as relative entities. Reviews the two primary schools of semiotics, Saussrean and Peircean, arguing for the utility of the latter. Concludes that a public can be best understood as an ongoing process of agreement upon an interpretation, and that the public may develop a more sophisticated, insightful…

States that scholars and practitioners are defining public relations as relationship management. Identifies, through qualitative research and verifies through quantitative research, relationship dimensions upon which good organization-public relationships are initiated, developed, and maintained. Surveys 384 telephone subscribers in territories…